Posted by: Erin Wilson, Marketing Coordinator

Although social media is an extremely popular marketing tool for B2C companies, many B2B companies have been hesitant to jump on board. Recently, however, more and more B2B companies are adding social media tactics to their marketing plans. In fact, spending forecasts predict that they will continue to increase their marketing budgets to include social media.

Some B2B companies may still doubt the efficacy of social media, but a recent study featured in eMarketer found that “at least once a week, 33% of active Twitter users share opinions about companies or products, while 32% make recommendations and 30% ask for them.”  In other words, companies are being talked about whether or not they have a social media presence.  By joining and guiding the conversation, B2B companies can more effectively position their brands and generate leads.

Posted by: Kristi Jackson, Marketing Coordinator

As Social media continues to grow and become an important factor within the B2B industry, companies are beginning to realize the importance of claiming their space through tools such as Facebook, Twitter and YouTube in order to reach their consumers. However, most companies are not utilizing these tools to their full potential.

Companies often forget the lead generating opportunities that social media tools like Facebook have to offer. One things that B2B companies should keep in mind to increase lead generation on Facebook is to be sure to have links to the company resources that they already have such as email subscriptions, newsletters, white papers, brochures, etc. on their fan page. By placing registration behind these links, companies can start generating leads from their Facebook consumers. Additionally, tracking URL’s can be placed on these links to easily measure leads generated from Facebook.

Because we know that consumers who are coming to a company’s Facebook fan page are typically already interested in the company’s offerings and are looking for more information, it is important to include content that is unique to Facebook and will give these users a reason to continue to come back. One way that this can be done is by providing a special offer to these consumers that they cannot get by going to your corporate website.

Utilizing these ideas for a B2B Facebook page will not only benefit companies by creating another channel for lead generation, but it will also continue to enhance their users experience on Facebook.

Posted by: Gloria Dutton, Marketing Coordinator

It’s no secret that times are tough. But mandatory spending freezes and budget cuts are not insurmountable. Your customers’ current spending trends will eventually turn around. Now is the time to put your company in a position of strength as a thought leader and partner, so that when the good times return, your company’s products and services come to the top of your prospect’s mind.

Lead nurturing is one of the top ways to prevent an overall downturn in customer acquisition during times of recession and to ensure more business when the economy improves.  By continually keeping your prospects in touch and informed while they are unable to buy, your company is looked at as more of a long-term partner and smart long-term business choice.  It also will help customers to see that you are there in support of their interests and will most likely not end the relationship once the sale is final if you did not drop interest in them when they were not even making a purchase.

Posted by: Kelly Hall, Account Manager

Mobile connections recently passed the 4 billion mark around the world according to industry association GSMA. Those connections are predicted to increase to 6 billion by 2013. With increasingly innovative mobile technology, and equally innovative advertising platforms geared specifically to mobile, many marketers are jumping on the mobile bandwagon. From text message campaigns, to mobile websites, to advergames, mobile marketing is upon us. What can you do to mobilize and stay ahead of the trend?

Here are 3 tips:

1) Identify if, and how, mobile marketing is an ideal fit for your target audience.

To date mobile marketing has been largely a B2C endeavor. That said, there are many different ways to leverage mobile marketing for a B2B audience as well. For instance, mobile websites have risen in popularity amongst B2B audiences, possibly because this audience is utilizing their mobile devices to find information online, on-the-go.

90octane is included in the newly released Marketers Resource Guide ’09 by BtoB Magazine. The firm is listed under the Top B-to-B Agencies, Interactive Agencies and SEM Vendors sections.

The Guide directs its audience of business-to-business marketers in creating partnerships with vendors. BtoB’s VP-publisher Bob Felsenthal notes, “If you are in the b-to-b marketing world, you need partners who are familiar with b-to-b markets, who know your needs and how your customers react. These partners will also know what messages engage these audiences, what media they use and what language they speak.”

90octane strategizes and implements search engine marketing and online demand generation programs for nonprofits, consumer companies and business-to-business organizations. The agency’s business-to-business clients include Gates Corporation, ProLogis, Charter Business^®, Atlas Copco, Symetix and ITT Visual Information Solutions.

Download the complete Marketers Resource Guide ’09 from BtoB Magazine.